Journals Higher Education
Important OUP's Response to COVID-19 Learn more



Published: 03 June 2010

350 Pages | Halftones and line illustrations


ISBN: 9780199556519

Also Available As:


Bookseller Code (AG)

Connecting With Consumers

Marketing For New Marketplace Realities

Allan J. Kimmel

  • Describes the various strategies and techniques that can be utilized to harness consumer influence
  • Traces evolving developments in the consumer marketplace and their potential impact on marketing
  • Features boxes and case studies examining recent marketing campaigns, and the lessons for marketers
  • Includes examples of campaigns from Dove, PETA, Burger King, Sony Playstation, Honda, and many other well-known brands

Also of Interest